FACTORS INFLUENCING TOURISM PERFORMANCE IN THAILAND: THE ROLES OF GOVERNMENT SUPPORT, SERVICE QUALITY, AND DESTINATION E-MARKETING

Abstract

Tourism is a central driver of Thailand’s economy, and enhancing its performance is essential for achieving sustainable growth and competitiveness. This study investigates the influence of government support, service quality, and destination e-marketing on tourism performance in Thailand. A structured questionnaire was distributed to 400 domestic and international tourists who had visited Thailand within the previous twelve months. Data were analyzed using multiple linear regression (MLR) to assess both the individual and combined contributions of the predictors. The regression model explained 63.4% of the variance in tourism performance (R² = 0.634; Adjusted R² = 0.625), demonstrating strong explanatory power. ANOVA results confirmed that the model was highly significant (F = 5504.644, p < 0.001). Path coefficient analysis revealed that government infrastructure and environmental support, service responsiveness and assurance, as well as influencer engagement and information provision in e-marketing, were the most influential factors. These findings highlight the importance of integrated strategies in which supportive policies, reliable service quality, and innovative digital marketing work together to strengthen tourism performance. The study provides practical implications for policymakers and tourism managers, while also suggesting directions for future research to expand the model, apply longitudinal designs, and conduct cross-cultural comparisons to further enhance generalizability.